ORGANISATIONAL LEARNING AND SERVICE QUALITY FOR HEALTH AND FITNESS ENTREPRENEURS

This paper presents a study of learning, entrepreneurship and service quality in the health and fitness sector. The purpose is to outline the theoretical framework and to propose a methodological approach for the study. The theoretical basis for the project lies in the field of service dominant logic of marketing. One aim is to develop this field by integrating knowledge from organisational learning, entrepreneurship and quality management. Theories from those fields are presented and their relevance is discussed. On this basis, a methodology for an empirical study is proposed.